One of the golden rules of successful marketing, is to identify exactly who your customer or client is, then focus exclusively on them. This is the opposite of what we see most small business owners doing. They try and be a little relevant to everyone and succeed in being directly relevant to no one.
Don’t do that.
It’s hurting your business. So, here’s a smarter and massively more effective alternative.
In order for your marketing to work, you need to determine exactly who you want to provide your services to. These people are your insiders.
Insiders are the ones you should focus your time and effort on. They are the ones you need to have in mind, whenever you make a marketing decision.
Of course, you can’t have insiders without outsiders.
It sounds a little risky to regard some people as outsiders. However, it’s the safest thing you can do. That’s why every successful business has outsiders. For example, if you’re Apple, your outsiders are people who want cheap technology. If you’re Gap, your outsiders are people who don’t care about fashion
By deciding who your insiders are, you can create marketing that’s directly relevant to them. This is really important. Why? Because in order for your marketing to motivate someone to buy from you, it needs to be compelling. This means it needs to talk directly to them and vague marketing, which tries to appeal to as wide a group as possible, lacks the impact required.
Ironically, this means that the wider range of people you try and appeal to, the fewer people you will reach with the impact required.
Decide what your ideal customer profile is
- Market with them in mind.
- Use their language.
- Study what matters to them.
- Be where they are.
- Uncover the problems facing their industry or industries.
- Offer answers.
- Become a useful resource.
- Build services that address their wants and needs.
It’s a massively more effective way to grow your business, than the vague alternative.